Morrisons trials new logos but denies rebrand rumours

The retailer has registered seven new logos and is trialling a new look at its Leeds store – but says there are currently no plans for a wider rebrand.

Morrisons has been trialling a new visual identity and has registered a further six logos – although the retailer denies that it is plotting a wider rebrand. The Bradford-based business unveiled a new logo last month at its Merrion Centre store in Leeds in what it says is a “trial” project. Morrisons has also registered seven logo variations – six of which cover the core Morrisons identity and one of which is for the Morrisons More sub-brand – at the Intellectual Property Office.

A spokesman for Morrisons says the retailer is trialling the new logos at its Leeds store and that there are currently no plans to roll them out further.

Judging by the designs registered with the IPO, Morrisons is looking at variations of a green and yellow identity, which feature a “tree” motif – in some cases “growing” from the “i” in Morrisons.

The logos also incorporate the new “since 1899” strapline.

As well as logo variations, Morrisons has also registered the new lower-case Morrisons wordmark.

The current Morrisons logo
The current Morrisons logo

The existing Morrisons identity was created by Landor and originally launched in 2007. The Landor identity is a development of the previous Morrisons “M” logo, and introduced the green and yellow colour scheme.

Last month Morrisons sold the majority of its M Local convenience store chain to investor Greybull Capital LLP.

The stores were sold at a cost of £25 million and are set to rebrand under the “My Local” name. The 140 stores sold had seen a recorded loss of £36 million in 2014/15.

Discover more:

• Morrisons’ convenience stores set to rebrand in £25m sale

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• Landor updates Morrisons logo

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Comments
  • C G October 6, 2015 at 5:36 pm

    Prefer the typeface but the jumble of lemons looks a mess

  • Simon Price October 7, 2015 at 10:06 am

    It looks more than just a little like Asda’s recently revised ‘Walmart’ logo.

  • Adam North October 7, 2015 at 10:22 am

    I like it! as C G said, it does look like lemons, but so much nicer than the old branding. Like the font.

  • John Scarratt October 7, 2015 at 10:27 am

    ‘Trialling’ screams a lack of confidence in the design work and it’s intent. Either unveil a new brand or don’t.

  • Derek Johnston October 7, 2015 at 12:16 pm

    Will it help them sell more lemons? Think not.

  • Ricky Johal October 7, 2015 at 1:02 pm

    Prefer the new typeface as it’s more rounded and I also like the heritage being reinforced. However, looks quite clinical on white and the overall design needs to be simplified so that it cuts through better and is easily recognisable.

  • emma overeem October 8, 2015 at 4:24 pm

    Saw this news via a pic on linkedIn as few weeks ago, and one comment made me laugh, and it’s all I can see when I look at it…. ‘bread rolls being thrown at their head’…!

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